TA - influencers - essentials logged-out

An influencer is an individual who has above-average reach or impact through word-of-mouth or social media reach. Influencers are often highly knowledgeable about a specific subject, such as food, fashion, beauty or technology. Many marketers look to influencers such as celebrities, bloggers or vloggers with huge followings to do brand promotion. Influencer marketing has in some circles become synonymous with online channels and social media celebrities, but research suggests offline networks of word-of-mouth remain important.

Key Reading

Important papers from across the Warc database

The traditional influencer marketing model is no longer fit for purpose. Here's how to identify the right influencers, approach them and measure the effectiveness of a campaign.
A best practice guide to engaging influencers in WOM-based campaigns.
This article discusses the changing nature of communities, and how brands can become part of them.
Why the Apple-owned electronics brand favours working with influencers over traditional research.